SearchGPT: How to adapt for the AI search engine era

Promising ‘better answers’ in a conversational format, this tool introduces a significant shift in user experience. While this article focuses on SearchGPT, it’s important to note other players in the game, such as Perplexity, Komo and Waldo. Will they replace traditional platforms? Not quite yet, but the potential is undeniable.

The launch of this new tool has presented PR and marketing professionals with a fresh challenge: optimising content to rank in AI-driven results.

How to optimise content on SearchGPT

Retrieval-augmented generation (RAG) equips SearchGPT to access up-to-date data from external sources, making it more accurate but also more susceptible to influence. While system loopholes and quick fixes might yield short-term results, these tactics will eventually be detected, risking backlash.

The best approach to rank on SearchGPT is to stick to legitimate, sustainable methods:

• Create high-quality content. Address user queries comprehensively, showcase expertise, maintain factual accuracy and cite reliable sources.
• Optimise for semantic search. Use conversational language and focus on user intent, as AI understands context and synonyms.
• Aim for featured snippets. Craft clear, concise overviews that can be highlighted directly in information results.
• Enhance user experience. Ensure your site is fast, mobile-friendly, interactive and easily navigable – this will foster engagement and longer visits.
• Utilise structured data. Implement structured data (eg Schema.org) to help AI search engines understand your content’s context.
• Invest in multimedia content. AI-driven engines analyse multimedia in a holistic, context-rich way, rather than relying so heavily on textual metadata cues.
• Build authority. Strengthen your profile by earning backlinks from reputable sources.
• Update consistently. Refresh information, insights and data to maintain relevance.

SearchGPT versus traditional search engines

SearchGPT prioritises user intent and context, ranking content based on authority, clarity and depth. Unlike Google’s keyword-centric algorithms, OpenAI’s platform evaluates the quality of information and cites sources directly in its responses. This conversational interface offers a dynamic way to refine queries, contrasting with Google’s static result lists – although it is worth noting that Google AI Overviews are beginning to change that. While SearchGPT is currently ad-free, it’s likely that monetisation is already on the roadmap.

Tracking and measuring success on SearchGPT

Once your content is optimised, tracking its impact is the next key step. Start integrating AI-driven insights into your reports by adapting traditional SEO tools:

• Use platforms such as GA4 to track organic traffic, engagement and referral sources.
• Test visibility with Google Rich Results and enhance it with structured data and schema markup.
• Employ sentiment analysis tools to monitor brand mentions influenced by SearchGPT.
• Optimise strategies with AI-driven SEO tools to stay competitive.

The emergence of AI search represents a fundamental change in digital PR and marketing, demanding agility and a forward-thinking approach. By focusing on high-quality, authoritative content and leveraging modern SEO tools, marketers can navigate this evolving landscape and keep their content relevant and impactful.

Sofia Pensado is a senior account director at Grammatik Agency